The Kicks launch redefined what an automotive reveal could feel like — a cultural moment rather than a car event.

The experience captured the energy of the streets and turned it into a live performance that embodied self-expression and movement.

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A six-and-a-half-meter ramp became the centerpiece of the reveal, symbolizing ascent and confidence. Guests unknowingly walked beneath it before the sequence unfolded — hidden dancers emerged, lights synchronized, and two Kicks descended from above as a DJ suspended mid-air drove the rhythm. LED wristbands pulsed in sync, transforming the audience into part of the performance.

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Creative direction extended across choreography, lighting, and music. Every beat, cue, and transition was treated like a cinematic drop, designed to make the energy of the brand tangible. Interactive installations showcased Kicks’ customization and technology, while the Ride & Drive experience brought its agility to life.

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The launch engaged over 200 influencers and guests, delivered 48 hours of continuous engagement, achieved 100% audience participation, and required 72 hours of rehearsal to perfect.

Recognized globally, Kicks Owns the Runway was shortlisted at The Drum Awards for Experience 2025 for Automotive, Launch of a Brand/Product, and Breakthrough Experience/Activation, standing alongside the world’s best in experiential storytelling.